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Developing Your Real Estate Brand with Video Marketing
Here’s why video marketing is essential to developing your real estate brand and how to make video marketing work for you.
Highlights:
- A majority of marketing professionals already use video — 87% consider it one of their marketing tools
- Video marketing is an excellent way to bring a powerful, sales-driven message to life.
- A host of positive factors justify an extended effort into the creation of valuable video content.
It’s no secret that video marketing has an integral role to play in any well-rounded marketer’s toolkit. No matter what you’re selling — using videos as an avenue to create content, promote products and services, and connect with your audience is well-known to boost sales and increase brand awareness.
Perhaps the easiest way to illustrate the potential of video marketing lies in hard statistics. We’ve rounded up a few of the most notable ones here to drive home just how hungry consumers are for video content:
- 85% of web users in the U.S. watch video content online on a monthly basis
- As many as 54% of consumers indicate they want to see video content from brands they support
- A majority of marketing professionals already use video — 87% consider it one of their marketing tools
It’s evident that audiences love video — and savvy marketers have already caught on. Below, we’ve outlined how an effective video marketing strategy can help contribute to the development of your real estate brand. Whether you’re crunching numbers or considering your brand’s reach in a less tangible way, it’s virtually impossible to speak about marketing success without including video.
How Video Marketing Contributes to the Development of Your Real Estate Brand
Bringing your value proposition to life
Your value proposition helps paint a picture of how your services solve customers’ problems. This establishes relevancy. It’s also responsible for providing your audience with a quantified value, or an explanation of specific benefits that your brand delivers. Finally, it explains why clients should work with you instead of turning to your competition.
Video marketing is an excellent way to bring this powerful, sales-driven message to life. We can communicate much more quickly and effectively via video (which allows us to leverage visuals and audio) than through writing. Through video, you can show future clients exactly what they have to gain from working with you.
Increased brand awareness
Brand awareness is integral to business success. You want potential clients and customers to heavily associate your brand and properties with something positive, useful, or necessary — this not only positions you as an ideal choice when it comes time to get to work, but it ensures that your audience will be able to recall your existence later, too.
If you leverage video marketing properly, you can strengthen your brand message, promote your name, and increase brand awareness. Sticking to content that abides by, or expands upon, your value proposition helps make this easy to achieve.
Lower costs per lead
Marketing can get expensive fast. As price-per-lead creeps up, the monetary payoff of the effort you put in behind the computer screen or camera starts to nosedive. Video marketing makes for an ideal lead acquisition strategy because it has an exceptionally low cost-per-lead.
Other marketing methods like SEO, retargeting, and email marketing often run cheaper, but are not always as effective or take longer to pay off. Today’s consumers want their options laid out in front of them — not clogging up email inboxes or hiding five pages deep in search engine results pages.
No matter your reason for exploring your video marketing options, a host of positive factors justify an extended effort into the creation of valuable video content. Your clients and customers will love getting a more intimate view of your brand, while your sales and marketing teams will funnel their efforts into marketing that’s both engaging and profitable.
Related posts:
- 5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand
- Infographic: Best Video Distribution Channels for Real Estate Marketing
- Paid Social Advertising: Why Your Property Should Invest in Lead Ads
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Using Content Marketing to Market and Sell Luxury Real Estate
Luxury real estate firms use content marketing and social media to carry the lifestyle brand they’ve built around their properties into the online world.
In real estate sales, you want people to find your properties, like what they see, and ultimately be moved to purchase. In other words, you want to attract visitors, convert visitors to leads, and convert leads to deals. Innovative luxury real estate firms are finding ways to leverage digital tools to guide more buyers down that path to purchase.
Without a doubt, luxury real estate buyers are a diverse bunch. “One day I have to know all about feng shui, and the next I have to be able to talk to a pig farmer from Iowa,” says one luxury real estate sales executive. “I’m like a chameleon.”
And luxury buyers are trending even more heterogeneous — both geographically and demographically. What’s more, they are more connected than ever before due to the proliferation of digital technologies that enable buyers and properties to connect with one another in new and different ways.
Digital marketing’s role in luxury real estate sales
It’s clear that technology is a strategic way for properties to get in front of more potential buyers. Moreover, it creates competitive opportunities for luxury real estate firms that are prepared to adapt to this new landscape.
Many luxury real estate firms are already using digital and social media to carry the lifestyle brand they’ve built around their properties into the online world. With the use of inbound or content marketing — think of it as the intersection of valuable content, social media, and lead generation — they are creating new virtual “touch points” to connect with affluent, hyper-connected luxury buyers.
What we know about luxury buyers is that they are likely to do purchasing research online. They are influenced by peers and their interactions with websites, mobile apps, and social networks. We also know that 93% of all online experiences begin with a search engine, and that 75% of searchers don’t move past the first page of search results. Through publishing relevant, quality content, content marketing gives luxury real estate marketers the tools needed to make certain their properties are being found online.
Social media and real estate
According to Sprout Social’s Consumer Engagement Index, which ranks industries by which ones receive the most engagement from customers on social media, the real estate industry is second overall in terms of inbound engagement relative to audience size. But how exactly, are real estate firms using content marketing to sell luxury properties?
The majority of real estate firms, through the use of social media and blogs, are seeking to draw visitors to a property’s website. Others are putting social media to use for functional purposes, such as communicating real-time updates to potential buyers about project timelines or changes in sales office hours.
Content marketing gets results
Of their recent content marketing efforts, the New York City-based Corcoran Real Estate Group says they have realized significant benefits. A spokesperson for the company says, “The main thing we’ve seen is that the quality of the referral traffic back into our main website has significantly improved. And not only are we seeing more traffic coming in, but visitors coming in from social media sites are staying longer and looking at more things — something we had also seen with search engines, but not in such large numbers.”
Corcoran isn’t alone in their use of emergent technology and social media strategy to ensure maximum exposure for their luxury properties. Long & Foster’s Luxury Homes e-magazine showcases luxury properties through an extensive online campaign targeting luxury clients. The online campaign drives traffic to the e-book and the website. Similarly, residential homebuilder Polygon Homes currently connects their available luxury properties to over 6,000 people through a multitude of social media platforms. The company’s social followers are linked to relevant articles, outside press coverage, and traditional marketing resources that serve to build on the lifestyle brand of each property.
Real estate firms are also recognizing value in blog content as way to attract visitors and nurture leads. For example, One Riverside Park, a New York City building with luxury condo units for sale, uses its blog to highlight not only their property, but also additional relevant information such as neighborhood amenities, seasonal local weather, and area restaurants.
Boston is experiencing a substantial upsurge in construction of high-end luxury residential units. And local real estate firms are using content marketing to sell those luxury units.
Seventy percent of the luxury units at the 60-story Millennium Tower under construction in Boston’s Downtown Crossing neighborhood have been sold. Millennium Partners, the firm responsible for the marketing and sales of the luxury units, has embraced content marketing as part of their overall marketing strategy. Millennium Tower’s Facebook page not only shares construction progress, sales information, and related press coverage, but neighborhood amenities, industry trends, and an array of visual content that’s more often than not shared widely by followers.
Building a data-driven strategy
Beyond increased prospect engagement and driving more traffic to their websites, other firms are using content marketing as a way to gauge market reception of traditional print marketing materials and the general perception of properties. Knowing what resonates online through focus group-like participation is valuable information that marketers are finding bolster their offline marketing efforts.
In that same vein, while real estate marketers are realizing value from creating and sharing content, they’re also recognizing the importance of analytics and measurement.
Real estate marketers are using content marketing metrics to determine what type of content is inspiring current customers and pulling in new leads. These firms are looking at how their online numbers compare daily, weekly, and monthly and planning content accordingly. Specifically, they’re monitoring measurements like page views, video views, document views, content downloads, and social conversations. They’re examining how sales are impacted by social media and digital content by tracking metrics such as referrals from Facebook, Twitter, Pinterest. Knowing all of these metrics allows for a more nimble real estate marketing strategy — one that’s able to rapidly adapt and engage potential buyers in real time.
Content marketing is a new approach to an old strategy — one that’s putting real estate marketers in charge of the way potential buyers interact with their properties.
These marketers are guiding prospects down the road of purchase through lead generation campaigns, capturing emails and other contact information through blog subscriptions and form completions for content downloads. They’re strengthening branding efforts for their properties by building robust online social communities and employing previously untapped sources of referrals. And real estate marketers who use content marketing are seeing their properties rank higher in search engine results pages, experiencing a steady increase in their website visitors, and increasing conversion rates of leads and sales.
Taking into consideration the changing demographics and increased digital connectedness of luxury real estate buyers, firms that seek to broaden the reach of their marketing efforts through new and emergent technologies will aggressively position themselves as strong competitors in an increasingly competitive luxury property market.
Related posts:
- Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days
- Real Estate Firm Grows Sales by 300% through Content Marketing
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Real Estate Blog 6 Luxury Real Estate Trends to Keep an Eye On by Katie Russell | Sep 17, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 CommentsFrom security and privacy measures to wellness amenities, here are six luxury real estate trends for marketers...Your search results for "Marketing automation"
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Write it Down: Why You Need a Digital Marketing Strategy
Having a documented digital marketing strategy increases brand awareness and provides a starting point for in-depth analytics.
Highlights:
- A digital marketing strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.
- From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters).
- A clearly articulated digital marketing strategy is the foundation of generating qualified real estate leads.
Digital marketing for real estate has become mandatory in recent years. With over 3.2 billion users globally, the internet has opened up countless opportunities for brands to connect with new and growing audiences — and the real estate industry has benefited in a major way. According to recent market surveys, 92% of potential buyers do vigorous research online before making a home purchase.
With luxury development projects on the rise in the Boston area as well as other metros across the country, a digital marketing strategy can give developers a competitive edge. Note: The strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.
Benefits of a documented digital marketing strategy
Brand building
To succeed in the highly competitive and dynamic real estate industry, you need a strong and reputable online presence. Using tools like workflows, search engine optimization, and social media, real estate marketers can grow brand awareness. Digital marketing allows you to attract potential buyers from a global market. From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters).
Higher conversion rate
Digital marketing fosters a higher conversion rate of people who visit websites or social media platforms. Why? A well-designed digital marketing strategy nurtures leads and gives them reasons to return to your platforms where pointed calls-to-action and landing pages can capture their information. Establishing your online presence will help you showcase your luxury projects, allowing home buyers to explore purchasing options. Developers with updated and informed content increase their chances of engaging potential customers who are property hunting online.
Increased exposure
It’s no secret that digital marketing helps expand organic reach and increases exposure to new audiences. Geolocation marketing takes it a step further, letting marketers customize content for specific target audiences based on their physical location. Paid advertising on Facebook and Google, for instance, includes this feature. Put to practice, it means your ads target people in certain regions (geo-targeting is based on the visitor’s IP address) or when they enter certain areas that can be as narrow as a neighborhood or a few streets (geo-fencing uses a device’s GPS location).
Lower acquisition costs
Digital marketing offers real estate marketers cost–effective options compared to traditional marketing methods. For example, in a matchup of cost per lead, digital marketing comes out on top.
Performance analysis
Digital marketing offers several analytics tools, such as Google Analytics, that help you track your marketing performance. Tracking your performance online will allow you to understand the nature of the market and the specific techniques that work for your audience. By monitoring keywords, search trends, and search volume, you can determine which keywords to use when optimizing your website.
A clearly articulated digital marketing strategy is the foundation of generating qualified real estate leads. Write it down. Refer to it. Let analytics drive change. That’s how you stand out from the competition.
Related posts:
- DIY Digital Marketing Strategy for Real Estate in Four Easy Steps
- Real Estate Marketing Strategy 2019: Retargeting
- The Metrics You Should Be Measuring in Real Estate Marketing (Hint: Not Vanity Metrics)
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